Professional Documents
Culture Documents
The name Mercedes Benz needs no introduction for the car enthusiastic people. Ever since its foundation this name has been associated with the world class brand of cars, trucks and buses. The two founding fathers, one is Mr. Karl Benz who first founded this company in 1871 and the two others Mr. Gottlieb Daimler and Mr. Wilhelm May Bach, who founded the division of Mercedes Benz called as Daimler AG in 1890.
History
Mercedes Benz is currently a division of the parent company, Daimler AG(formerly DaimlerChrysler AG) The headquarters of the Mercedes Benz is located at Baden- Wurttemberg and Stuttgart in Germany. On June 28, 1926, Benz and DMG finally merged as the Daimler-Benz company, baptizing all of its automobiles, Mercedes Benz, honoring the most important model of the DMG automobiles, the 1902 Mercedes-35hp, along with the Benz name.
Market Strategy
Mercedes-Benz tees off golf performance center tour at The Masters. Automaker Mercedes-Benz is strengthening its commitment and relationship to golf by hosting a mobile golf tour powered by the PGA of America. The connection between the PGA of America and Mercedes-Benz has existed since 2010.
Financial Analysis
Value added 2010 2009 10/09
In millions of euros
% change
Daimler Group
2,773
-4,644
. . . +97
160
-599
1 Adjusted
2010
2009
10/09
In millions of euros
% change
. . . +17
831
7,476
-1,283
-2,154 -202
-589 -230
. .
5,120
-2,102
Pricing Strategy
Flanking the competition Advertising with focus on the change in prices
Long run benefit of charging higher prices
BRANDING STRATEGY :
When Mercedes-Benz arrived in the American market, its cars were considerably more expensive than Cadillacs. The high prices created the perception that the Mercedes brand was somehow superior to the Cadillac brand. In other words, in a class by itself. (Nicely reinforced by its long-time advertising theme: Engineered like no other car in the world.)